You might have heard about localization. It is the process of adopting local languages and other local features into your product or service. International and global companies use localization widely. Some of them have gained very good market positions in various local markets. ‘Think global, act local’, states even the famous quote.
The purpose of localization is to attract potential customers, to get them to try your product and finally to pay you. The idea is that localized products feel more familiar and local. Di conseguenza, the buying threshold is lowered. The local people understand how the product or service benefits them when they hear and read their own languages. Allo stesso modo, it’s easier to buy when local currencies and measurement units are used.
All this sounds good but do you have to localize. Is it something you can avoid? Can you just ignore the possibilities of localization? If you need some excuses or reasons to skip localization, we have listed six of them for you. Read on and choose the one you need:
Excuse no.1: I don’t know if it pays off
Come con tutti gli investimenti, the outcome will always be a surprise. You can only make estimations and guess what will happen. Localization will probably bring new customers. Sfortunatamente, you still can’t be completely sure how much the revenue will increase. It is possible that other projects would bring you more money.
Excuse no.2: I don’t know how to localize
Localization is a skill you need to learn. No newborn is a localization expert. Depending on your situation, the localization process can feel like an insurmountable challenge. If you are working in the software industry, you might be aware of localization tools that could ease your localization processes. But the tool is not enough, you should be able to define and then manage the actual localization project. Phew, what a challenge!
Excuse no.3: I can’t choose the target market(e)
The world is a large place. When you have all the possibilities in front of you, it might seem overwhelming. If you are running an online business, the geographical limitations don’t exist. If your business sells physical products or face-to-face service then you have to think about the logistics. Either way, you probably use online analytics that reveals where your visitors are located or where people use your keywords. All this doesn’t help because you still need to decide what to localize into which language (or languages, yikes!).
Excuse no.4: It’s too difficult
Localization projects usually involve many people and many tasks. You need to plan and manage the project, make all the decisions, choose the tools, and find the right people. Someone should collect the material for the translator. Someone should know the local market and language. Someone should build the translations into the product and sales material. Localization projects have many steps.
Excuse no.5: I don’t have the time
Time is a limited resource, and localization doesn’t happen in a blink. Due to the learning curve, the second project is always faster than the first one. Ancora, every localization project takes time. Se hai più cose da fare del tempo, devi dare la priorità. Nessuno può fare tutto.
Scusa n. 6: Costa troppo
La localizzazione è un'azienda, anche. I buoni strumenti di localizzazione non sono gratuiti. Non molte persone sono disposte a partecipare gratuitamente a un progetto di localizzazione commerciale. Costi di esternalizzazione. Costo delle traduzioni. Soprattutto, come abbiamo scoperto nella scusa n. 1, nessuno può garantire gli alti ricavi di un investimento di localizzazione.
Queste erano le scuse per non localizzare. Si spera, hai trovato utili scuse per la tua situazione. Se pensi che fossero tutti molto sciocchi, è possibile che tu debba solo avviare il tuo progetto di localizzazione. La localizzazione è, dopo tutto, un modo efficiente per entrare in nuovi mercati e far crescere il tuo business. Gestire un progetto di localizzazione può essere difficile, ma lo sono anche la maggior parte delle azioni commerciali. You can always ask for help from a localization expert.